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Seventies mojo is back in style.
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Mocha, the counter-culture coffee chain has got some mojo with the launch of its high-end brand extension Mocha Mojo.

“The reason for this lateral change in the brand was to give a fresh look and feel, and to enhance the menu keeping in mind the regulars items and health and indulgence food with a new theme,” said Satyen Dasondi, executive director, Impresario Entertainment and Hospitality.

Mocha Mojo will be both a company owned and franchised model, though in keeping with its successful counter-culture image, each restaurant will have its own theme. Presently, the new format has two locations, in Mumbai and Chennai. Mumbai is company owned while Chennai is franchised.

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Mocha Mojo is positioned as an alternate all-day dining place as compared to the old Mocha format which is a coffee lounge with sheesha/hookah. At Mojo, emphasis is on F&B, essentially beer, wine, tea and healthy fruit and vegetable drinks.

The concept comes with a healthy price tag, with the costs at the two locations ranging from Rs1.75 to Rs2.5 crore each. On target audience and expected APC, Impresario says that because Mojo is an ‘easy-to-fit-in’ place, it does not have preconceived notions on any particular type of target audience.

The current APC is between Rs225-250.

The new brand’s signature products are the raw garden lasagne (Layers of zucchini in place of lasagne) and the high fibre bagel. Some of the old favourites have been retained.